Procter & Gamble: Purpose Inspired Brand Building

October 14, 2010

Executive Summary

It is little surprise that the world’s largest marketer and maker of products, such as Tide detergent, Pantene shampoo, and Olay moisturizer, is also the biggest advertiser in the United States. Despite price cuts to many of its brands during the “Great Recession,” the $80 billion company managed to increase sales by seven percent in early 2010. With a brand portfolio spanning from pet food to perfume, P&G has succeeded by using purpose driven brand building. Marc Pritchard, chief marketing officer of P&G, explained how the company is implementing this strategy to deliver market share growth and increased sales in targeted consumer markets.

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